英语翻译We are living in a world saturated by ‘design’,and we ne

英语翻译
We are living in a world saturated by ‘design’,and we need to make sure we’re being effective champions for consumers,their desires,and that we’re connecting them emotionally to the products they use.If we simply apply the style of the day to each and every product,we are eliminating any emotional connection that people might create with a product.
If it’s not already,design will soon be as important to successful companies as marketing and research.Unlike just a few years ago,it is difficult to find a product on the shelf that hasn’t been painstakingly considered by a designer.A quick trip to the kitchenware department at Target will solidify this idea for just about anyone.
This is the moment for applause and a milestone for our industry,but it is not an end.In fact,for the first time,our industry is having a hard time seeing the future.The basic process of design (define,design and deliver) works well when we explore new products and new categories that are ripe for innovation.However,when the product cycle continues at its relentless pace,we are often left to design something new without actually having much old to study and improve.
It is during these times that we seem to get stuck on an industry style.Whether it’s streamlining or more recent variations on the black and silver waterfall,these blanket styles can have a positive effect (consumer acceptance),but can also be very risky.If we’re all pursuing the same thing,and often relying on the same tools and trends,what value are we adding to the product?
The point is this:by relinquishing a design to the same vernacular that currently exists in the market,we are negating the positive effects that design can create by building an emotional connection with the consumer.We are,in essence,eliminating much of the risk a product faces (by bringing it up to par),but we’re also leaving the success of the product up to all of the things we don’t control such as manufacturing,pricing,marketing and the retail environment itself.
In a sea of sameness,even well executed products can be ignored because the differentiation of the details is challenging for consumers.So why not stand out?Why not depart from what’s expected in the market place?Why not fill the shelves with variety (if we must fill them at all)?
What do I want to do?
Saturate the Niches

We are living in a world saturated by ‘design’,and we need to make sure we’re being effective champions for consumers,their desires,and that we’re connecting them emotionally to the products they use.If we simply apply the style of the day to each and every product,we are eliminating any emotional connection that people might create with a product.
我们生活在一个处处都是“设计”的世界里,而且需要确定我们的设计对于消费者和他们的需求来说最最有效,需要确定我们使他们在情感上与所用产品息息相关.如果我们只是单纯地使每个产品具备流行式样,我们实际上是在抹杀人们可能与某种产品产生的息息相关的情感.
If it’s not already,design will soon be as important to successful companies as marketing and research.Unlike just a few years ago,it is difficult to find a product on the shelf that hasn’t been painstakingly considered by a designer.A quick trip to the kitchenware department at Target will solidify this idea for just about anyone.
即使现在并非如此,设计在不久的将来对于成功的公司就像市场营销和研发一样重要.这不像几年前,现在想在货架上找一个未被设计师们苦心琢磨的产品非常困难.去塔基特（Target）商店的厨房用品部转一转,就会让任何人都对这个观点坚信不疑.
This is the moment for applause and a milestone for our industry,but it is not an end.In fact,for the first time,our industry is having a hard time seeing the future.The basic process of design (define,design and deliver) works well when we explore new products and new categories that are ripe for innovation.However,when the product cycle continues at its relentless pace,we are often left to design something new without actually having much old to study and improve.
现在是我们这个行业迎来掌声和竖起里程碑的时刻,但远非大功告成.实际上,我们这个行业中首次对未来感到变幻莫测.当我们开发那些条件成熟足以创新的新产品和新项目时,那种基本的设计（定义,设计和运送）过程是很有效的.然而,当产品循环一如既往地持续时,我们经常是在设计那些并无多少研究以及改良价值的新产品.
It is during these times that we seem to get stuck on an industry style.Whether it’s streamlining or more recent variations on the black and silver waterfall,these blanket styles can have a positive effect (consumer acceptance),but can also be very risky.If we’re all pursuing the same thing,and often relying on the same tools and trends,what value are we adding to the product?
正是在这种时候,我们好像因为行业的流行趋势而止步不前.不管是流线型还是比此更近的各种银白瀑布型样式,这些千篇一律的风格可能会有一种正面影响（消费者能够接受）,但是又极具风险.如果我们总是追求同一种东西并且经常依赖同样的工具和流行趋势,那我们能让产品具备何种新的价值呢?
The point is this:by relinquishing a design to the same vernacular that currently exists in the market,we are negating the positive effects that design can create by building an emotional connection with the consumer.We are,in essence,eliminating much of the risk a product faces (by bringing it up to par),but we’re also leaving the success of the product up to all of the things we don’t control such as manufacturing,pricing,marketing and the retail environment itself.
问题的要害就在这里：由于不再给市场上已有的产品作新的设计,我们放弃了那种与消费者做感情上的沟通的正面影响,这种影响原本是可以通过设计达到的.我们本质上是要消除产品所面临的风险（通过将它提升到同一水准）,但是我们同时又远离使产品得以成功的机会,包括那些我们没能控制的因素,诸如：制造、定价、营销以及零售环境本身.
In a sea of sameness,even well executed products can be ignored because the differentiation of the details is challenging for consumers.So why not stand out?Why not depart from what’s expected in the market place?Why not fill the shelves with variety (if we must fill them at all)?
What do I want to do?
在一个样样皆同的世界里,即便是那些制作很好的产品也可能被忽略,因为细节上的小改变才会让消费者引起重视.既然如此,为什么不出类拔萃?为什么不脱离市场上所能预期的产品类型?为什么不把丰富多样的东西放到货架上（如果我们必须把它们放满的话）?我到底想要做什么?
Saturate the Niches
琳琅满目